{"id":28274,"date":"2021-09-16T07:00:00","date_gmt":"2021-09-16T13:00:00","guid":{"rendered":"https:\/\/memberpress.com\/?p=28274"},"modified":"2022-11-16T15:15:26","modified_gmt":"2022-11-16T22:15:26","slug":"how-to-craft-an-seo-strategy-for-paywall-content","status":"publish","type":"post","link":"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/","title":{"rendered":"How to Craft an SEO Strategy for Paywall Content in WordPress"},"content":{"rendered":"\n<p>It seems like a tall order. As a membership site owner, you want to hide content. On the other hand, you need your content to be discoverable. How can you square this?<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-69af8ea70b0fc\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">WHAT'S INSIDE<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69af8ea70b0fc\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Why_would_you_want_to_paywall\" >Why would you want to paywall?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Giving_the_customer_what_they_want_%E2%80%93_for_a_price\" >Giving the customer what they want \u2013 for a price<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Lead-in\" >Lead-in<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Metered\" >Metered<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Dynamic_paywalls\" >Dynamic paywalls<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Hard_paywalls\" >Hard paywalls<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Getting_technical\" >Getting technical<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Three_additional_tips\" >Three additional tips<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Keywords\" >Keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>Thankfully, several options allow for restricted access to content but still manage to provide competitive keywords that drive traffic. For software as a service companies in particular, there are lots of ways you can enhance yourSEO SaaS framework while remaining gated.<\/p>\n\n\n\n<p>We\u2019ll take a look at these approaches below, but first, ask yourself this question\u2026<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_would_you_want_to_paywall\"><\/span>Why would you want to paywall?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Gating can be counterproductive if all you want to do is attract more visitors and links. However, if you want to grow your subscribers and committed consumers, your content should most definitely be gated.  <\/p>\n\n\n\n<p>Here are the benefits of creating a paywall:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You will get more information about users who pay to access content.<\/li>\n\n\n\n<li>Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate.<\/li>\n\n\n\n<li>A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">lead generation<\/a>.<\/li>\n\n\n\n<li>A paywall generates income.<\/li>\n<\/ul>\n\n\n\n<p>If you decide you want to paywall, the first thing to do is find a reliable and high-quality <a href=\"https:\/\/memberpress.com\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">provider<\/a>, like MemberPress, who can make this happen. Then make sure the content is worth paying for. A good example of this is the <em>New York Times<\/em>, which, as of May 2021, had 7.5 million subscribers.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png\"><img decoding=\"async\" width=\"661\" height=\"1024\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png\" alt=\"Most popular news subscription websites\" class=\"wp-image-52717\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png 661w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-194x300.png 194w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-768x1190.png 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-992x1536.png 992w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-110x170.png 110w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-396x614.png 396w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-442x684.png 442w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-665x1030.png 665w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-334x518.png 334w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-101x156.png 101w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-956x1480.png 956w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png 1033w\" sizes=\"(max-width: 661px) 100vw, 661px\" \/><\/a><figcaption class=\"wp-element-caption\">Image iva <a href=\"https:\/\/www.statista.com\/chart\/24772\/news-websites-with-the-most-paid-subscribers\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Statista.com<\/a><\/figcaption><\/figure>\n\n\n\n<p>In a world full of free information, why do people feel that it\u2019s worth paying for news? The main reason is <strong>reputation<\/strong>. Newspapers like the <em>New York Times<\/em> are established and trusted. These are monetizable assets. When there are so many \u201calternative truths\u201d out there, it\u2019s invaluable to have access to what you can confidently hold to be the actual truth.<\/p>\n\n\n\n<p>If you can\u2019t bring that brand recognition and value to the table, you\u2019ll need to think of another reason why people will pay for your content. One of the best is <strong>content uniqueness<\/strong>. Another is good, old-fashioned <strong>quality<\/strong>. After all, <a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-is-content-creation\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">content matters<\/a>.\u00a0<\/p>\n\n\n\n<p>While you\u2019re thinking about how content matters, let\u2019s move on to how you can implement gating.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Giving_the_customer_what_they_want_%E2%80%93_for_a_price\"><\/span>Giving the customer what they want \u2013 for a price<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Google offers content providers something known as \u201c<strong><a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/flexible-sampling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">flexible sampling<\/a><\/strong>\u201c. With this, you get to decide how much of your content you want to make freely available to users.\u00a0<\/p>\n\n\n\n<p>After all, it makes sense to give some of your content away without charge, otherwise, how will the consumer know they want to pay for more? It\u2019s a rare shop indeed that has no wares on display. Even rarer for a shop with nothing on display to have customers queuing up to part with their money.<\/p>\n\n\n\n<p>Implementing your paywall will be much easier if the tool you use to set it up is built on top of a content management system like <a href=\"https:\/\/memberpress.com\/blog\/building-an-online-membership-site-using-wordpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress<\/a>.<\/p>\n\n\n\n<p>Following are some ways you can offer flexible sampling.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lead-in\"><\/span>Lead-in<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\"><img decoding=\"async\" width=\"623\" height=\"500\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\" alt=\"wall street journal paywall lead-in\" class=\"wp-image-28275\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png 623w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin-300x241.png 300w\" sizes=\"(max-width: 623px) 100vw, 623px\" \/><\/a><figcaption class=\"wp-element-caption\">An article lead-in on The Wall Street Journal website.<\/figcaption><\/figure>\n\n\n\n<p>Using this approach, you offer the reader a small section of an article. You can use an executive summary or a straightforward opening paragraph. The rest of the content remains inaccessible and off-limits until the user pays a fee. You've probably seen <em>The<\/em> <em>Wall Street Journal<\/em> and <em>The Economist<\/em> use this method.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Metered\"><\/span>Metered<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window.png\"><img decoding=\"async\" width=\"1024\" height=\"607\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png\" alt=\"new york times paywall metered article\" class=\"wp-image-28276\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png 1024w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-300x178.png 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-768x455.png 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1536x910.png 1536w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-2048x1214.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">A metered article on The New York Times website.<\/figcaption><\/figure>\n\n\n\n<p>Metered sampling gives users access to complete articles a limited number of times. For example, they might be allowed unpaid access to articles three times per month. Once they\u2019ve used up the allowance, they\u2019re prompted to pay a fee to get unlimited access. This approach is favored by the <em>New York Times<\/em>.<\/p>\n\n\n\n<p>Which of these you decide on will depend on the nature of the content you\u2019re providing. For instance, if you have in-depth material that deals with a compelling topic, you may find that the lead-in approach works best. <\/p>\n\n\n\n<p>You can pose the question in an irresistible manner in front of the paywall and offer a detailed solution on the other side.<\/p>\n\n\n\n<p>Two other approaches should be mentioned here.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dynamic_paywalls\"><\/span>Dynamic paywalls<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>This is a comparatively new idea. It takes the concept of personalization (used inenterprise search marketing) and applies it to gating. A dynamic paywall uses data to determine which subscription option to offer. For example, it might offer the user access to only certain areas of the site for a reduced price rather than asking them to pay for material they\u2019ll never want to read.\u00a0<\/p>\n\n\n\n<p>This approach requires a good deal of data capturing, which is usually only available from the <a href=\"https:\/\/memberpress.com\/tour\/\" target=\"_blank\" rel=\"noreferrer noopener\">leading membership plug-ins<\/a>.<\/p>\n\n\n\n<p>For example, with MemberPress, you can insert a <a href=\"https:\/\/memberpress.com\/docs\/available-shortcodes\/\" target=\"_blank\" rel=\"noreferrer noopener\">shortcode<\/a> into your content that will detect whether the user is logged in. When a page containing that shortcode is viewed by a logged-in user, they will be able to view the content where the shortcode has been placed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Hard_paywalls\"><\/span>Hard paywalls<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A hard paywall isn\u2019t usually the best way forward, because it doesn't include sampling. Rather, it requires users to buy blind. If you're just starting out and don\u2019t yet have an established brand, a hard paywall is probably not be the best option.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Getting_technical\"><\/span>Getting technical<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\"><img decoding=\"async\" width=\"960\" height=\"516\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\" alt=\"computer code on a screen\" class=\"wp-image-28277\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png 960w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code-300x161.png 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code-768x413.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/a><\/figure>\n\n\n\n<p>You need the search engines to be able to \u201csee\u201d the content you don\u2019t want non-paying customers to see. So, how do you gain visibility while keeping things hidden? Google offers ways to use <strong>structured data<\/strong> to make sure your content appears on lots of SERPs.<\/p>\n\n\n\n<p>Let\u2019s look at two tools you can use.<\/p>\n\n\n\n<p><strong>Cascading style sheets<\/strong> (CCSs) are often employed to give websites enhanced visuals and better user experience (UX). Google likes it when CCSs are used to separate free content from paywall content. Using CCSs with JSON-LD structured data, you can tell the search engines that certain parts of your content shouldn't be handed out indiscriminately.\u00a0<\/p>\n\n\n\n<p>You can also set the <em>cssSelector <\/em>attribute to .paywall, and use the hasPart attribute to ensure content remains gated in whatever fashion you choose. Such construction can be made automatic with the use of process discovery or similar approaches.<\/p>\n\n\n\n<p>If the technical side of things falls outside your skillset, there are all kinds of <a href=\"https:\/\/memberpress.com\/blog\/how-to-find-a-great-web-developer-for-your-membership-site-or-online-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">great developers<\/a> who can help you out. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Three_additional_tips\"><\/span>Three additional tips<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Acquaint yourself with accelerated mobile pages (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> to enhance loading speed on mobile devices.<\/li>\n\n\n\n<li>Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site.<\/li>\n\n\n\n<li>Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Keywords\"><\/span>Keywords<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As with any content, when crafting an SEO strategy for paywall content, it\u2019s important to consider the kind of user you\u2019re likely to attract. If you want a good chance of pulling in those who are willing to pay for what you\u2019re offering, you\u2019ll need to use specific keywords. <\/p>\n\n\n\n<p>By using <a href=\"https:\/\/memberpress.com\/blog\/small-business-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">long-tail keywords<\/a> rather than broader catch-all terms, you can hone in on those consumers who are most likely to buy what you're selling.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>So, paywalls and SEO principles are not mutually exclusive \u2013 who knew? And, when you\u2019ve put it all together and are ready to send out some marketing hooks, don\u2019t forget that you don\u2019t have to start from scratch with your outreach. <\/p>\n\n\n\n<p>Think about adapting existing content for use in <a href=\"https:\/\/www.business2community.com\/content-marketing\/how-to-repurpose-content-for-your-email-marketing-campaigns-02418202\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">email campaigns<\/a>, for instance. That\u2019s the great thing about good content: it doesn\u2019t have to be single purpose. <\/p>\n\n\n\n<p>One final thought \u2013 don\u2019t over-worry about freeloaders. Fret more about making the sign-up smooth, with no moments of friction along the user journey. Combine that with search engine visibility, and you\u2019re good to go.<\/p>\n\n\n\n<p>With imagination and by following a few rules, you can ensure you have an SEO strategy for paywall content that will really perform.<\/p>\n\n\n\n<p>Do you have additional questions about how to craft an SEO strategy for paywall content? Ask away in the comments section!<\/p>\n\n\n\n<p><strong>If you liked this article, be sure to follow us on <a href=\"https:\/\/www.facebook.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Facebook<\/a>, <a href=\"https:\/\/twitter.com\/memberpress\" rel=\"noreferrer noopener\" target=\"_blank\">Twitter<\/a>, <a href=\"https:\/\/www.instagram.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Instagram<\/a>, and <a href=\"https:\/\/www.linkedin.com\/showcase\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">LinkedIn<\/a>! And don't forget to subscribe in the <a href=\"https:\/\/memberpress.com\/go\/box\" title=\"Box affiliate link\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">box<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It seems like a tall order. As a membership site owner, you want to hide content. On the other hand, you need your content to be discoverable. How can you square this? Thankfully, several options allow for restricted access to content but still manage to provide competitive keywords that drive traffic. For software as a [\u2026]<\/p>\n","protected":false},"author":56594,"featured_media":28279,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[69,144,120,102],"tags":[873,812,836,182],"class_list":{"0":"post-28274","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advice","8":"category-business","9":"category-content","10":"category-monetization","11":"tag-content-optimization","12":"tag-content-protection","13":"tag-paywall","14":"tag-seo","15":"entry"},"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.4.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"With protected content, what do you do about SEO? 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As a membership site owner, you want to hide content. On the other hand, you need your content to be discoverable. How can you square this?<\/p>","content":[{"type":"text","data":"It seems like a tall order. As a membership site owner, you want to hide content. On the other hand, you need your content to be discoverable. How can you square this?"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Thankfully, several options allow for restricted access to content but still manage to provide competitive keywords that drive traffic. For software as a service companies in particular, there are lots of ways you can enhance yourSEO SaaS framework while remaining gated.<\/p>","content":[{"type":"text","data":"Thankfully, several options allow for restricted access to content but still manage to provide competitive keywords that drive traffic. For software as a service companies in particular, there are lots of ways you can enhance yourSEO SaaS framework while remaining gated."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>We\u2019ll take a look at these approaches below, but first, ask yourself this question\u2026<\/p>","content":[{"type":"text","data":"We\u2019ll take a look at these approaches below, but first, ask yourself this question\u2026"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Why would you want to paywall?<\/h2>","content":"Why would you want to paywall?","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>Gating can be counterproductive if all you want to do is attract more visitors and links. However, if you want to grow your subscribers and committed consumers, your content should most definitely be gated.  <\/p>","content":[{"type":"text","data":"Gating can be counterproductive if all you want to do is attract more visitors and links. However, if you want to grow your subscribers and committed consumers, your content should most definitely be gated.  "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Here are the benefits of creating a paywall:<\/p>","content":[{"type":"text","data":"Here are the benefits of creating a paywall:"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/list","render":"<ul class=\"wp-block-list\">\n<li>You will get more information about users who pay to access content.<\/li>\n\n\n\n<li>Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate.<\/li>\n\n\n\n<li>A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">lead generation<\/a>.<\/li>\n\n\n\n<li>A paywall generates income.<\/li>\n<\/ul>","content":"<ul class=\"wp-block-list\">\n<li>You will get more information about users who pay to access content.<\/li>\n\n\n\n<li>Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate.<\/li>\n\n\n\n<li>A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">lead generation<\/a>.<\/li>\n\n\n\n<li>A paywall generates income.<\/li>\n<\/ul>","listItemData":[{"type":"core\/list-item","render":"<li>You will get more information about users who pay to access content.<\/li>","content":"You will get more information about users who pay to access content.","data":{"text":"You will get more information about users who pay to access content."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate.<\/li>","content":"Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate.","data":{"text":"Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">lead generation<\/a>.<\/li>","content":"A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of lead generation.","data":{"text":"A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of lead generation."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>A paywall generates income.<\/li>","content":"A paywall generates income.","data":{"text":"A paywall generates income."},"style":{"parent_style":{}}}],"data":{"listType":"unordered"},"style":{"parent_style":{}}},{"type":"core\/paragraph","render":"<p>If you decide you want to paywall, the first thing to do is find a reliable and high-quality <a href=\"https:\/\/memberpress.com\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">provider<\/a>, like MemberPress, who can make this happen. Then make sure the content is worth paying for. A good example of this is the <em>New York Times<\/em>, which, as of May 2021, had 7.5 million subscribers.<\/p>","content":[{"type":"text","data":"If you decide you want to paywall, the first thing to do is find a reliable and high-quality <a href=\"https:\/\/memberpress.com\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">provider<\/a>, like MemberPress, who can make this happen. Then make sure the content is worth paying for. A good example of this is the <em>New York Times<\/em>, which, as of May 2021, had 7.5 million subscribers."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png\" alt=\"Most popular news subscription websites\" class=\"wp-image-52717\"\/><\/a><figcaption class=\"wp-element-caption\">Image iva <a href=\"https:\/\/www.statista.com\/chart\/24772\/news-websites-with-the-most-paid-subscribers\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Statista.com<\/a><\/figcaption><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png","alt":"Most popular news subscription websites","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png","caption":"Image iva <a href=\"https:\/\/www.statista.com\/chart\/24772\/news-websites-with-the-most-paid-subscribers\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Statista.com<\/a>","targetBlank":true,"linkDestination":"media"},"style":{"width":661,"height":1024,"align":"left","parent_style":{},"sizeSlug":"large"}},{"type":"core\/paragraph","render":"<p>In a world full of free information, why do people feel that it\u2019s worth paying for news? The main reason is <strong>reputation<\/strong>. Newspapers like the <em>New York Times<\/em> are established and trusted. These are monetizable assets. When there are so many \"alternative truths\" out there, it\u2019s invaluable to have access to what you can confidently hold to be the actual truth.<\/p>","content":[{"type":"text","data":"In a world full of free information, why do people feel that it\u2019s worth paying for news? The main reason is <strong>reputation<\/strong>. Newspapers like the <em>New York Times<\/em> are established and trusted. These are monetizable assets. When there are so many \"alternative truths\" out there, it\u2019s invaluable to have access to what you can confidently hold to be the actual truth."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>If you can\u2019t bring that brand recognition and value to the table, you\u2019ll need to think of another reason why people will pay for your content. One of the best is <strong>content uniqueness<\/strong>. Another is good, old-fashioned <strong>quality<\/strong>. After all, <a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-is-content-creation\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">content matters<\/a>.&nbsp;<\/p>","content":[{"type":"text","data":"If you can\u2019t bring that brand recognition and value to the table, you\u2019ll need to think of another reason why people will pay for your content. One of the best is <strong>content uniqueness<\/strong>. Another is good, old-fashioned <strong>quality<\/strong>. After all, <a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-is-content-creation\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">content matters<\/a>.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>While you\u2019re thinking about how content matters, let\u2019s move on to how you can implement gating.<\/p>","content":[{"type":"text","data":"While you\u2019re thinking about how content matters, let\u2019s move on to how you can implement gating."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Giving the customer what they want \u2013 for a price<\/h2>","content":"Giving the customer what they want \u2013 for a price","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>Google offers content providers something known as \"<strong><a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/flexible-sampling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">flexible sampling<\/a><\/strong>\". With this, you get to decide how much of your content you want to make freely available to users.&nbsp;<\/p>","content":[{"type":"text","data":"Google offers content providers something known as \"<strong><a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/flexible-sampling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">flexible sampling<\/a><\/strong>\". With this, you get to decide how much of your content you want to make freely available to users.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>After all, it makes sense to give some of your content away without charge, otherwise, how will the consumer know they want to pay for more? It\u2019s a rare shop indeed that has no wares on display. Even rarer for a shop with nothing on display to have customers queuing up to part with their money.<\/p>","content":[{"type":"text","data":"After all, it makes sense to give some of your content away without charge, otherwise, how will the consumer know they want to pay for more? It\u2019s a rare shop indeed that has no wares on display. Even rarer for a shop with nothing on display to have customers queuing up to part with their money."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Implementing your paywall will be much easier if the tool you use to set it up is built on top of a content management system like <a href=\"https:\/\/memberpress.com\/blog\/building-an-online-membership-site-using-wordpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress<\/a>.<\/p>","content":[{"type":"text","data":"Implementing your paywall will be much easier if the tool you use to set it up is built on top of a content management system like <a href=\"https:\/\/memberpress.com\/blog\/building-an-online-membership-site-using-wordpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress<\/a>."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Following are some ways you can offer flexible sampling.<\/p>","content":[{"type":"text","data":"Following are some ways you can offer flexible sampling."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Lead-in<\/h3>","content":"Lead-in","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\" alt=\"wall street journal paywall lead-in\" class=\"wp-image-28275\"\/><\/a><figcaption class=\"wp-element-caption\">An article lead-in on The Wall Street Journal website.<\/figcaption><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png","alt":"wall street journal paywall lead-in","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png","caption":"An article lead-in on The Wall Street Journal website.","linkDestination":"media"},"style":{"width":623,"height":500,"align":"left","parent_style":{},"sizeSlug":"full"}},{"type":"core\/paragraph","render":"<p>Using this approach, you offer the reader a small section of an article. You can use an executive summary or a straightforward opening paragraph. The rest of the content remains inaccessible and off-limits until the user pays a fee. You've probably seen <em>The<\/em> <em>Wall Street Journal<\/em> and <em>The Economist<\/em> use this method.<\/p>","content":[{"type":"text","data":"Using this approach, you offer the reader a small section of an article. You can use an executive summary or a straightforward opening paragraph. The rest of the content remains inaccessible and off-limits until the user pays a fee. You've probably seen <em>The<\/em> <em>Wall Street Journal<\/em> and <em>The Economist<\/em> use this method."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Metered<\/h3>","content":"Metered","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png\" alt=\"new york times paywall metered article\" class=\"wp-image-28276\"\/><\/a><figcaption class=\"wp-element-caption\">A metered article on The New York Times website.<\/figcaption><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window.png","alt":"new york times paywall metered article","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png","caption":"A metered article on The New York Times website.","linkDestination":"media"},"style":{"width":1024,"height":607,"align":"left","parent_style":{},"sizeSlug":"large"}},{"type":"core\/paragraph","render":"<p>Metered sampling gives users access to complete articles a limited number of times. For example, they might be allowed unpaid access to articles three times per month. Once they\u2019ve used up the allowance, they\u2019re prompted to pay a fee to get unlimited access. This approach is favored by the <em>New York Times<\/em>.<\/p>","content":[{"type":"text","data":"Metered sampling gives users access to complete articles a limited number of times. For example, they might be allowed unpaid access to articles three times per month. Once they\u2019ve used up the allowance, they\u2019re prompted to pay a fee to get unlimited access. This approach is favored by the <em>New York Times<\/em>."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Which of these you decide on will depend on the nature of the content you\u2019re providing. For instance, if you have in-depth material that deals with a compelling topic, you may find that the lead-in approach works best. <\/p>","content":[{"type":"text","data":"Which of these you decide on will depend on the nature of the content you\u2019re providing. For instance, if you have in-depth material that deals with a compelling topic, you may find that the lead-in approach works best. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>You can pose the question in an irresistible manner in front of the paywall and offer a detailed solution on the other side.<\/p>","content":[{"type":"text","data":"You can pose the question in an irresistible manner in front of the paywall and offer a detailed solution on the other side."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Two other approaches should be mentioned here.<\/p>","content":[{"type":"text","data":"Two other approaches should be mentioned here."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Dynamic paywalls<\/h3>","content":"Dynamic paywalls","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/paragraph","render":"<p>This is a comparatively new idea. It takes the concept of personalization (used inenterprise search marketing) and applies it to gating. A dynamic paywall uses data to determine which subscription option to offer. For example, it might offer the user access to only certain areas of the site for a reduced price rather than asking them to pay for material they\u2019ll never want to read.&nbsp;<\/p>","content":[{"type":"text","data":"This is a comparatively new idea. It takes the concept of personalization (used inenterprise search marketing) and applies it to gating. A dynamic paywall uses data to determine which subscription option to offer. For example, it might offer the user access to only certain areas of the site for a reduced price rather than asking them to pay for material they\u2019ll never want to read.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>This approach requires a good deal of data capturing, which is usually only available from the <a href=\"https:\/\/memberpress.com\/tour\/\" target=\"_blank\" rel=\"noreferrer noopener\">leading membership plug-ins<\/a>.<\/p>","content":[{"type":"text","data":"This approach requires a good deal of data capturing, which is usually only available from the <a href=\"https:\/\/memberpress.com\/tour\/\" target=\"_blank\" rel=\"noreferrer noopener\">leading membership plug-ins<\/a>."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>For example, with MemberPress, you can insert a <a href=\"https:\/\/memberpress.com\/docs\/available-shortcodes\/\" target=\"_blank\" rel=\"noreferrer noopener\">shortcode<\/a> into your content that will detect whether the user is logged in. When a page containing that shortcode is viewed by a logged-in user, they will be able to view the content where the shortcode has been placed.<\/p>","content":[{"type":"text","data":"For example, with MemberPress, you can insert a <a href=\"https:\/\/memberpress.com\/docs\/available-shortcodes\/\" target=\"_blank\" rel=\"noreferrer noopener\">shortcode<\/a> into your content that will detect whether the user is logged in. When a page containing that shortcode is viewed by a logged-in user, they will be able to view the content where the shortcode has been placed."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Hard paywalls<\/h3>","content":"Hard paywalls","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/paragraph","render":"<p>A hard paywall isn\u2019t usually the best way forward, because it doesn't include sampling. Rather, it requires users to buy blind. If you're just starting out and don\u2019t yet have an established brand, a hard paywall is probably not be the best option.<\/p>","content":[{"type":"text","data":"A hard paywall isn\u2019t usually the best way forward, because it doesn't include sampling. Rather, it requires users to buy blind. If you're just starting out and don\u2019t yet have an established brand, a hard paywall is probably not be the best option."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Getting technical<\/h2>","content":"Getting technical","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\" alt=\"computer code on a screen\" class=\"wp-image-28277\"\/><\/a><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png","alt":"computer code on a screen","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png","linkDestination":"media"},"style":{"width":960,"height":516,"align":"left","parent_style":{},"sizeSlug":"full"}},{"type":"core\/paragraph","render":"<p>You need the search engines to be able to \"see\" the content you don\u2019t want non-paying customers to see. So, how do you gain visibility while keeping things hidden? Google offers ways to use <strong>structured data<\/strong> to make sure your content appears on lots of SERPs.<\/p>","content":[{"type":"text","data":"You need the search engines to be able to \"see\" the content you don\u2019t want non-paying customers to see. So, how do you gain visibility while keeping things hidden? Google offers ways to use <strong>structured data<\/strong> to make sure your content appears on lots of SERPs."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Let\u2019s look at two tools you can use.<\/p>","content":[{"type":"text","data":"Let\u2019s look at two tools you can use."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p><strong>Cascading style sheets<\/strong> (CCSs) are often employed to give websites enhanced visuals and better user experience (UX). Google likes it when CCSs are used to separate free content from paywall content. Using CCSs with JSON-LD structured data, you can tell the search engines that certain parts of your content shouldn't be handed out indiscriminately.&nbsp;<\/p>","content":[{"type":"text","data":"<strong>Cascading style sheets<\/strong> (CCSs) are often employed to give websites enhanced visuals and better user experience (UX). Google likes it when CCSs are used to separate free content from paywall content. Using CCSs with JSON-LD structured data, you can tell the search engines that certain parts of your content shouldn't be handed out indiscriminately.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>You can also set the <em>cssSelector <\/em>attribute to .paywall, and use the hasPart attribute to ensure content remains gated in whatever fashion you choose. Such construction can be made automatic with the use of process discovery or similar approaches.<\/p>","content":[{"type":"text","data":"You can also set the <em>cssSelector <\/em>attribute to .paywall, and use the hasPart attribute to ensure content remains gated in whatever fashion you choose. Such construction can be made automatic with the use of process discovery or similar approaches."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>If the technical side of things falls outside your skillset, there are all kinds of <a href=\"https:\/\/memberpress.com\/blog\/how-to-find-a-great-web-developer-for-your-membership-site-or-online-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">great developers<\/a> who can help you out. <\/p>","content":[{"type":"text","data":"If the technical side of things falls outside your skillset, there are all kinds of <a href=\"https:\/\/memberpress.com\/blog\/how-to-find-a-great-web-developer-for-your-membership-site-or-online-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">great developers<\/a> who can help you out. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Three additional tips<\/h2>","content":"Three additional tips","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/list","render":"<ol class=\"wp-block-list\">\n<li>Acquaint yourself with accelerated mobile pages (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> to enhance loading speed on mobile devices.<\/li>\n\n\n\n<li>Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site.<\/li>\n\n\n\n<li>Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all.<\/li>\n<\/ol>","content":"<ol class=\"wp-block-list\">\n<li>Acquaint yourself with accelerated mobile pages (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> to enhance loading speed on mobile devices.<\/li>\n\n\n\n<li>Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site.<\/li>\n\n\n\n<li>Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all.<\/li>\n<\/ol>","listItemData":[{"type":"core\/list-item","render":"<li>Acquaint yourself with accelerated mobile pages (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> to enhance loading speed on mobile devices.<\/li>","content":"Acquaint yourself with accelerated mobile pages (AMP) to enhance loading speed on mobile devices.","data":{"text":"Acquaint yourself with accelerated mobile pages (AMP) to enhance loading speed on mobile devices."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site.<\/li>","content":"Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site.","data":{"text":"Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all.<\/li>","content":"Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all.","data":{"text":"Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all."},"style":{"parent_style":{}}}],"data":{"listType":"ordered"},"style":{"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Keywords<\/h2>","content":"Keywords","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>As with any content, when crafting an SEO strategy for paywall content, it\u2019s important to consider the kind of user you\u2019re likely to attract. If you want a good chance of pulling in those who are willing to pay for what you\u2019re offering, you\u2019ll need to use specific keywords. <\/p>","content":[{"type":"text","data":"As with any content, when crafting an SEO strategy for paywall content, it\u2019s important to consider the kind of user you\u2019re likely to attract. If you want a good chance of pulling in those who are willing to pay for what you\u2019re offering, you\u2019ll need to use specific keywords. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>By using <a href=\"https:\/\/memberpress.com\/blog\/small-business-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">long-tail keywords<\/a> rather than broader catch-all terms, you can hone in on those consumers who are most likely to buy what you're selling.<\/p>","content":[{"type":"text","data":"By using <a href=\"https:\/\/memberpress.com\/blog\/small-business-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">long-tail keywords<\/a> rather than broader catch-all terms, you can hone in on those consumers who are most likely to buy what you're selling."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Conclusion<\/h2>","content":"Conclusion","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>So, paywalls and SEO principles are not mutually exclusive \u2013 who knew? And, when you\u2019ve put it all together and are ready to send out some marketing hooks, don\u2019t forget that you don\u2019t have to start from scratch with your outreach. <\/p>","content":[{"type":"text","data":"So, paywalls and SEO principles are not mutually exclusive \u2013 who knew? And, when you\u2019ve put it all together and are ready to send out some marketing hooks, don\u2019t forget that you don\u2019t have to start from scratch with your outreach. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Think about adapting existing content for use in <a href=\"https:\/\/www.business2community.com\/content-marketing\/how-to-repurpose-content-for-your-email-marketing-campaigns-02418202\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">email campaigns<\/a>, for instance. That\u2019s the great thing about good content: it doesn\u2019t have to be single purpose. <\/p>","content":[{"type":"text","data":"Think about adapting existing content for use in <a href=\"https:\/\/www.business2community.com\/content-marketing\/how-to-repurpose-content-for-your-email-marketing-campaigns-02418202\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">email campaigns<\/a>, for instance. That\u2019s the great thing about good content: it doesn\u2019t have to be single purpose. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>One final thought \u2013 don\u2019t over-worry about freeloaders. Fret more about making the sign-up smooth, with no moments of friction along the user journey. Combine that with search engine visibility, and you\u2019re good to go.<\/p>","content":[{"type":"text","data":"One final thought \u2013 don\u2019t over-worry about freeloaders. Fret more about making the sign-up smooth, with no moments of friction along the user journey. Combine that with search engine visibility, and you\u2019re good to go."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>With imagination and by following a few rules, you can ensure you have an SEO strategy for paywall content that will really perform.<\/p>","content":[{"type":"text","data":"With imagination and by following a few rules, you can ensure you have an SEO strategy for paywall content that will really perform."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Do you have additional questions about how to craft an SEO strategy for paywall content? Ask away in the comments section!<\/p>","content":[{"type":"text","data":"Do you have additional questions about how to craft an SEO strategy for paywall content? Ask away in the comments section!"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p><strong>If you liked this article, be sure to follow us on <a href=\"https:\/\/www.facebook.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Facebook<\/a>, <a href=\"https:\/\/twitter.com\/memberpress\" rel=\"noreferrer noopener\" target=\"_blank\">Twitter<\/a>, <a href=\"https:\/\/www.instagram.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Instagram<\/a>, and <a href=\"https:\/\/www.linkedin.com\/showcase\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">LinkedIn<\/a>! 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